Workflows are one of many useful features that EmailDirect offers to its clients. A workflow is an automated campaign that is set off by a designated trigger. What is so great about a workflow is that you can set it and then forget it, meaning you do not have to re-schedule it, update it, etc.

Why Use a Workflow?You can use a workflow for a variety of reasons. They can help you send real-time personalized messages, re-engage inactive subscribers, target subscribers based on their behaviors and demographics, as well as follow up on regular email campaigns. The options are endless when it comes to workflows!

A common use of the workflow feature is a birthday campaign. We have several clients that have workflows setup to deploy a Happy Birthday message or coupon to their subscriber's based on the individual birth date. The trigger is the subscriber's birthday and the action is the deployment of the happy birthday email. This simple workflow has proven successful for our clients and their email marketing programs, increasing overall ROI and subscriber engagement. The subscriber's appreciate the thoughtful message and in return, our clients gain loyal customers! It is a definite win-win situation!

Workflows can also improve your ROI. You can target subscribers based on what emails they have opened, which products they have clicked on, etc. Instead of manually filtering out who clicked on which products, you can setup a workflow to deploy a certain email to those subscribers who click on a specific product or type of product. For example, one of my clients setup a workflow to send a creative full of baking items on sale to anyone who clicked on similar baking items in the monthly newsletter. This way, the client was able to promote more items to a targeted audience. Also, the subscribers received more information about products that they were clearly interested in! You’re proving to your subscribers that you’re paying attention to their interests AND improving your ROI…win-win!

How Do You Setup a Workflow? The key to setting up a successful workflow is to outline the flow of emails, on paper, before you build it in the user interface. Specify who you want to target and what the trigger will be. Consider timing and when you want the automated campaign to be sent. Think about what you want to happen when the workflow is complete. Chart the entire process and then set it up! But don't worry, you can edit or modify a workflow whenever you need to!

Also, if you will be sending out a special creative, make sure you have it completely finished before you activate the workflow.

If you need to setup several workflows, no problem! You can have workflows running simultaneously, so the options are endless!

Whether you want to setup a simple workflow, or a very complex automated string of campaigns, you can do it! If this sounds like something that you want to incorporate into your email marketing program, contact your Email Marketing Consultant and they can help you get started!

Imagine you’re in a bar and you notice a girl across the room. She strolls over, asks for your phone number and gives you a $5 off coupon to buy a round of drinks. The next day you wake up on top of the world; but, a week goes by… nothing. Two weeks go by… nothing. Suddenly, it strikes you, “Did she use me? Was it a practical joke?” Weeks later you receive a voicemail, “Hi, this is that girl you gave your phone number to a while ago. I would like you to buy me dinner and then take me on a trip to Europe. Call me.”

What a terrible situation, right?! Unfortunately, many companies treat their new email subscribers exactly as this girl just treated the theoretical “you”. Upon receiving your subscription, they send you a coupon and then lose touch until they have something they want you to buy. Maybe you were just interested in the coupon she had that night. But, what if you were actually in it for a meaningful relationship? Sure, the coupon was nice, but you really wanted companionship.

The most important time period to reach a new subscriber is within the first couple weeks of their subscription. If you can show a new subscriber that you care by welcoming them to your program properly, you will turn that subscriber into a buying customer. Your ability to bring something meaningful to the relationship in its early stages will make or break the success of your email marketing program.

For more information on utilizing EmailDirect’s Workflow technology to create an introductory string of emails, click here.

As many EmailDirect customers are learning, our Workflow technology provides the ability to streamline everyday tasks into automated strings of emails, triggered by their subscribers’ actions and/or characteristics. Here’s what a few of our clients had to say about their experience using the Workflow tool.

“I love this Workflow tool. It has enabled me to automate our multi-stage renewal notices plus the expiration notice process that I previously had to do manually. The manual method, because it was so much work, was very simple and un-timely. By automating the multi-stage renewal notices I have been able to implement a much more focused and compelling renewal message to subscribers as they approach their expiration date. This should result in a higher retention rate for my paid subscribers…”

Doug Le Du Del Mar Services

For clients like Doug, the functionality of the automated Workflow has freed up time to spend developing more effective content and improve client retention. For others, the Workflow automation has provided additional benefits…

“Using Workflows is like having a silent army of your best sales staff working around the clock to help you grow your business. We use Workflows to send automated, personalized emails that engage our prospects, build relationships with them and convert them into paying customers. We also use them to respond to customer inquiries faster, keeping our customers happy and loyal. Thanks to Workflows, we’ve been able to capitalize on marketing opportunities that we may otherwise miss and grow our revenues with record speed.”

CityMax.com provides businesses with the tools to build complex websites themselves, enabling them to save thousands of dollars a web-designer would typically charge. Using EmailDirect’sWorkflow tool, they recently launched a fully integrated program that automatically triggers an introductory string of emails welcoming new clients to their program upon signing up. In a string of 10 emails, they provide tips, tricks and tools to assist their new clients in the construction of the websites.

If you would like more information about setting up your own automated Workflow, contact your dedicated Email Marketing Consultant, or Sales if you’re not already working with EmailDirect, for a detailed orientation.

EmailDirect is excited to announce the release of our new Workflows feature. This is the campaign automation functionality that you’ve been waiting for! With Workflows you can setup series’ of emails to be sent depending on: what subscribers open, what subscribers click on, when a subscriber signed-up, and much more. Perfect for new signups, anniversary sends, and targeting non-openers with follow up emails.

The building blocks of a workflow are: The Starting Point, Campaigns, Time Delays, Branches, Change Attributes and the Finish Point. Visually build, edit and arrange these building blocks to create your perfect automated marketing strategy!

Workflows enable you to send your subscribers more timely and personal emails. If you’re already an EmailDirect customer, speak with your dedicated Email Marketing Consultant about leveraging the power of Workflows in your strategy. If you’re not an EmailDirect client, contact us here.